B2B Marketing Tip of the WeekWhat percentage of your leads dissolve each month, simply because no one takes time to follow up on them?

Before your next campaign launches, plan the response process. Draft the followup emails or call script for inbound inquiries, as well as the assets and process for the marketing automation system. Then sit down with marketing operations, sales and other stakeholders to agree on roles, responsibilities and turnaround time for lead follow up.

If the campaign–such as an annual tradeshow or event–will generate more inquiries than the internal team can manage, consider an outside resource for extra capacity and time-sensitive follow up.